Technological Transformations of the American and German Automotive Industry

This thesis focuses on the technological transformation of the automotive industry, particularly in the context of Software-Defined Vehicles (SDVs). The aim is to compare the innovation approaches between American and German car manufacturers, examining factors such as disruptive innovations, entrepreneurial environment, and responses to technological megatrends. American startups like Tesla, Lucid, and Rivian thrive in the dynamic business environment of the USA, enabling them to take a flexible and disruptive approach to SDVs. On the other hand, traditional German automakers face barriers related to outdated manufacturing models and rigid structures, largely stemming from their environment. This analysis confirmed that, although both Germany maintains strong positions in the global automotive sector, the USA leads in the SDV and digital technology domains. The conclusion of the thesis shows that success in the transition to SDVs depends on the ability to adapt to digital transformation, integrate software and hardware, and build strong partnerships with tech companies. The paper also suggests that Germany will need to undergo fundamental changes in organisational structures and business approach if it is to remain competitive in this key sector.